“When I was a kid, I remembered reading a book. It was about a seagull whose love of flying sets him apart from the other gulls. He challenges himself by practicing to fly higher and faster every single day. Far out at sea, he practices steep dives into waves, spreads his wings and hits the wall of water. At one point, he’s expelled from the flock because he was just too different and too rebellious.

Coincidentally, the Rebel logo is also a bird. This is a perfect fit! The story of the seagull represents our vision and philosophy. “Livingston” is the name of this model. It was named after the book “Jonathan Livingston Seagull” written by Richard Bach.

We’ve experimented with the idea, shape, tone, bracing and processes. We leave everything behind to start a new.”